Shiseido and Kao announce new skincare product launches

Major Japanese beauty brands Shiseido and Kao Corporation have announced new product releases and promotional activities for the upcoming season.

Shiseido is launching the “Elixir The Serum Limited Coffret ca” for the 2026 holiday season. The set, priced at 8,910 yen, includes the “The Serum aa” high-performance serum alongside trial sizes of lotion, emulsion, firming cream, and wrinkle cream. The collection is designed to provide a comprehensive anti-aging experience.

Kao Corporation is introducing a new “Curél Intensive Moisture Oil Serum” on September 5, 2026. To promote the product, a touch-and-try event titled “Harsh Dryness Report Center” will be held at Tokyu Plaza Harajuku Harakado from September 12 to September 13, 2026. The event aims to educate consumers on environmental factors that cause skin dryness.